Is Fallon the Xer Who Will Millennialize Late Night?

Jimmy Fallon is not a Millennial. At 36-years-old, he is firmly in the camp of the Gen Xer—but you wouldn’t be blamed for mistaking him for a member of the more optimistic, less-cynical generation when watching his takeover of The Tonight Show since last MondayAfter years of Leno and Letterman’s wry, sarcastic take on pop culture dominating late night, Fallon’s approach is unapologetically positive and inclusive. Fallon could be the first late night host to appeal to the Millennial audience. Ratings for the show actually improved over the course of last week for viewers between 18 and 49 (the “money category” for late night shows) delivering a number that was the best viewer score for that demo on a Wednesday night for the show in 10 years. Nothing about the long-term future of his audience can be determined yet, but he’s already in a better position that most to lure Millennials to late night TV. Many grew up watching him on SNL, but that’s just one advantage—his personality and approach to comedy make him more Millennial-friendly than any other host. Here are just some of the reasons that Fallon may be the Xer who will Millennialize late night:
 
1. They’re actually excited for him.
Throughout last week, one of the biggest differences between Jimmy Fallon and his predecessor became clear: Millennials are actually excited for Fallon, and they’re celebrating his show. His premiere resulted in a slew of blogosphere output chronicling and complimenting the moments of the first show, like “The 35 Best Moments From Jimmy Fallon’s ‘Tonight Show’ Debut” GIF gallery posted on Buzzfeed. UPROXX’s effusive posting on the celebrity cameo skit of the premiere might have put the reaction best: ”You might say the cameo-heavy segment was just like the thing Jay Leno tried to do, except…

 
 

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Millennial News Feed

Quote of the Day: “My favorite app is Snapchat, because it offers quick messaging with a time limit that ensures privacy while being highly entertaining.”—Female, 20, FL 

If you want to know what teens are doing online, don’t ask their parents. A survey by the National Cyber Security Alliance found that 60% of 13-17-year-olds have a secret online account they say their parents know nothing about, while only 27% of parents suspect their kids have one. This statistic will likely worry parents who are increasingly monitoring online behavior. About 67% of parents say they have a rule in place for kids to be open with them about any “sort of uncomfortable or scary incidents that occur online,” however only 32% of teens surveyed say that such a rule exists in their household. (CNET)

Millennials around the are not only passionate about global issues, but ready to take them on. A World Economic Forum survey found that seven in ten 18-35-year-olds see abundant opportunities for themselves and their peers to tackle global issues, and half believe they have decision making power in their home countries. When the WEF asked about the three most serious issues affecting the world today, Millennials had the same response as the year before: religious conflicts came in third with 33.8% of responses, large scale conflict and wars came in second with 38.5% of responses, and climate change and destruction of natural resources was the top response with 45.2% of respondents. (Business Insider)

Outlet malls are thriving, and it’s all thanks to men and thrifty Millennials. According to Cowen & Co.’s latest Consumer Tracker Survey, outlet visitation by 18-34-year-old men reached a new peak of 44% in July, most likely due to male preference for brand stores over department retailers. Overall Millennial visitation is also up: on average, 31% of 18-34-year-old women and 35% of 18-34-year-old men say they visited an outlet mall every month between December 2012 and July 2016. An analyst of NPD Group attributes the trend to frugal Millennials who would rather save their cash for experiences. (MarketWatch

Teenage girls with depression or anxiety “are less alone than ever.” The Department of Education has revealed that these mental illnesses are a slowly growing epidemic among teen girls in England: about one third report having depression or anxiety, a 10% increase over the last decade. Social media pressure, bullying, and unrealistic body expectations are all cited as factors, which have especially effected young girls all over the world. In America, the Substance Abuse and Mental Health Services Administration reports that teen girls are three times more likely to be depressed than their male counterparts. (Teen Vogue)

Instagram has made connecting with consumers even easier for brands. The platform’s new “contact” button allows users to call, text, or email brands through their profiles. According to a social media specialist, “social…is a brand’s first line of defense—both for reputation management and customer service,” and the new button eliminates the hassle of having to respond to each individual comment. Brands like Nordstrom, Delta, and Denny’s are already utilizing the new feature. (Digiday

Quote of the Day: “My favorite app is Pokémon Go, because it's kinda a big deal for those of us who've been dreaming about it for over a decade.”—Female, 21, NJ 

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